This thesis examines the way in which Nordea sought to communicate regarding the leak ”The Panama Papers” and how appropriate this turned out to be. Based on William Benoit’s image restoration theory (2015), Timothy W. Coombs’ situational crisis communication theory (2012) and Susanne Holmström’s legitimacy theory (2013), this thesis finds that Nordea mainly used a defensive crisis communication strategy, which was mainly supposed to evade responsibility and minimalize the bank’s role in the crisis situation, despite of the attribution towards the bank was strong. Based in this, the thesis finds that a strategy to accommodate the stakeholders would have been more advantageous. The choice of an defensive strategy was based on Nordeas 1. Order perspective, where the ability to see oneself as from outside was missing. Had Nordea had a 2. Order perspective, they would have been able to predict the level of attribution and would therefore have been able to choose a more appropriate crisis response strategy.
|Uddannelser||Virksomhedsstudier, (Bachelor/kandidatuddannelse) Kandidat|
- Susanne Holmström
- William Benoit
- Timothy Coombs